ABC Friends National Survey Final
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! FINAL WHAT DO YOU WANT OF YOUR REPORT ABC? 2017 1 ABC Friends National 2017 What do you want of your ABC? TABLE OF CONTENTS TABLE OF CONTENTS................................................................................................ 2 EXECUTIVE SUMMARY ...............................................................................................3 Feedback Major Themes ....................................................................3 Conclusions ..................................................................................15 INTRODUCTION .......................................................................................................17 Purpose ......................................................................................17 Background ..................................................................................17 METHODOLOGY and DATA ANALYSIS ....................................................................18 Survey Respondents ........................................................................18 Summary of Comments ...................................................................20 APPENDIX 1: SURVEY ..............................................................................................62 APPENDIX 2: SURVEY COMMENTS RAW DATA ......................................................63 2 ABC Friends National What do you want of your ABC? EXECUTIVE SUMMARY This report examines opinions and perceptions of members of Friends ABC National, and supporters, on questions in relation to ABC communication; programming; and management. Evidence from feedback by survey respondents suggests that overall there is a positive view about most aspects of the ABC. It should be noted, however, that most participants in the survey identified as ABC Friends, or supporters. Feedback Major Themes Communication Four major themes emerged in answer to questions about how the ABC might improve communication with its listeners and viewers. These related to methods of communication, advertising and promotion, catering to all demographics, and attracting young listeners and viewers. Many respondents identified the need to maintain current communication channels, while introducing “new ways”. They referred to the “vital importance to maintain the old ways, such as shortwave transmission” and warned not to “push new technologies without first making sure that all potential users have access to them”. A number of answers to survey questions mentioned the problems with access in regional areas and, particularly, the loss of shortwave. There were comments about the problems with reception and lack of transmitter power that meant for one respondent, “I have to place my radio on the window sill and point the aerial to catch a signal”. There was, however, strong support for iView, podcasts, and, to a lesser extent the ABC app, with many respondents mentioning how much they “loved the access to iView”, and podcasts, and how good it was to be able to “catch up on programs I’ve missed”. There were also comments about how iView could be improved to make it more user friendly. For example, an indicative comment was: “Make the A-Z options first choice. At present, all the current and so-called ‘popular’ programs dominate. Add regional news and weather and archived footage. Also, why can't ALL programs be available”. New ways suggested to improve communication between the ABC and its listeners and viewers, included: online surveys and polls about a variety of matters, including feedback on programs and presenters; email surveys; alerts on nominated topics; group emails; regular email newsletters; improved ease of making online comments; and upgrading of iView and the ABC app and webpage. It was also suggested that providing advance detail online of highlights of the coming week would be helpful. Perhaps, one respondent suggested, this could be done by inserting promos in front of programs on iView by creating a “What's New”. 3 ABC Friends National 2017 What do you want of your ABC? A major theme in responses about communication was the unhappiness of many viewers and listeners with “excessive advertising”, “promotions” and “endless repeats”. While there was sympathy for ABC management in its struggle to maintain funding, a number of respondents said these aspects were causing them “to switch off”. The antipathy towards advertising and promotion was mentioned over and over again in responses. There were also comments about the tone of advertising and promotion, with respondents suggesting the ABC should promote “the unique features of its content” and the value of ABC programs rather than “promos of upcoming programs”. A dilemma arising for ABC management in many of the responses was balancing the needs of its current, majority, demographic with the need to attract new younger viewers. The tenor of responses to this dilemma was that ABC management needed to keep up with the times while never forgetting its loyal viewers and listeners. A response that summed up this view was, “your key audience is your current one; my kids migrate through JJJ to RN and Classic FM quite naturally. Don't reinvent the wheel”. Hand in hand with this sentiment was fear that the ABC might ‘water down’ content to attract young viewers. This was strongly resisted by respondents as self-defeating. One respondent suggested, “stop trying to chase a youthful audience which doesn't watch the ABC anyway. They will mature in time, and come back to the fold, and another, “I don't want even more technology – I just want to watch TV at night and hear sensible programs during the day”. Encouraging young viewers and listeners should not, they said, be at the expense of older, loyal supporters. They commented: • I am worried that the desire for new ways of technology to be used is killing the energy, spirit and identity of fair and intelligent coverage. Just because young people don't watch, it doesn't mean everyone else should be denied. Old people's needs are still needs. The poor still watch TV and we should be there for all • I would like to remind the ABC they have a loyal audience whom it would be a mistake to neglect. We may be getting older but many of us are ‘rusted on’ and deeply committed to the ABC • I am a big fan of the ABC, I was not interested when I was young. I grew up in a working-class family. I went to University and there was the ABC waiting for me when I was ready to engage. Wonderful to have such quality dedicated people who care and do an amazing job. Thank you. At the same time, many respondents addressed the need to attract new, young viewers. They suggested young people could be better catered for with programs delivered online, and promoted via social media, and twitter. Recorded live concerts available to watch on iView and listen to via podcast were also suggested. Other suggestions were: “be more proactive in schools and other educational institutions; “send out more envoys”; “use Federation Square; “consult the 18-30-year age cohort to find out what they want to view and hear on ABC media”. A program similar to The Project, for example, was advocated as 4 ABC Friends National 2017 What do you want of your ABC? a way to increase the interest of young people in “real” news. An email version of Crinkling News was also suggested for children, in conjunction with ABC2. Suggestions with regard to advertising what was available to young people included to provide, “quirky short ads at cinemas, on public transport, anywhere the public can see them, even in the Telegraph!”; and advertise on commercial TV and in modern media, (e.g. Facebook and Instagram). Upgrading of the ABC website was also suggested as a way to attract younger viewers. One suggestion related to ABC Friends in the comment, “Friends of ABC needs to be a lot more dynamic and actually engage with young people. Look forward, instead of sideways and backward. Get young up and comers as speakers at ABC events”. Overwhelmingly, survey respondents were positive about ‘their’ ABC, with the majority of comments supporting current communication methods. A number of people suggested “it was about the content”, the medium was of lesser importance. There was some resistance to changing a service that was appreciated and enjoyed. Numerous comment in the survey suggested deep satisfaction with ABC communication. Some indicative comments were: • Keep doing what you are doing...fair unbiased reporting, and authentic investigative journalism • Doing a fabulous job already – I'd be delighted with more of the same • Program content speaks for itself • Keep on with what you are doing – it’s great • Guess what: your current 'ways' are effective! • Happy with current communications • I am grateful for all the pleasure I get from the ABC, just as it is, thank you. Programming Almost 35 per cent of respondents who answered the question on what new program subjects or themes they would propose to the ABC, said they “loved the ABC and just want more of the same” and, in the words of one respondent, “don’t change anything. Keep doing what you are doing”. The survey asked three questions about ABC programming that can be summarised as (1) programs to discard (2) suggestions for new programming and (3) advice about how new technology can help in delivering programs to younger and older audiences. A major theme in the area of ABC programming was to increase Australian content and production and, conversely, to run fewer repeats of “old British content”. In relation to overseas content respondents